PENGARUH STORE ATMOSPHERE, HEDONIC MOTIVE DAN SERVICE QUALITY TERHADAP KEPUTUSAN PEMBELIAN

Abstract

The purpose of this research is to find out the store atmosphere, hedonic motive and service quality to the purchasing decision at Excelso Plaza Marina, and to find out among store atmosphere, hedonic motive, and service quality which one of these variables give dominant influence to the purchasing decision at Excelso Plaza Marina. The population is all customers who have ever visited and conducted purchasing decision. This research is a descriptive research and the data is the primary data. The type of data is the subject data whereas the sample collection technique has been done by using purposive sampling and 100 respondents have been selected as samples. The analysis technique has been carried out by using multiple linear regressions analysis. The result of the research shows that the influence of store atmosphere, hedonic motive and service quality to the purchasing decision is positive. And the variable which gives dominant influence to the purchasing decision is service quality. It shows that the truth of the whole hypothesis in this research have been proven.
Keywords: store atmosphere, hedonic motive, service quality, purchasing decision